adidas

As the lockdown drew us all deeper into the doldrums, adidas discovered that people need sport more than ever. The global campaign, “Ready for Sport” addresses the challenges of COVID-19 from an athlete’s point-of-view. As shocking moments of racial injustice rose to the national spotlight, the campaign deftly evolved into “Ready for Change,” candidly speaking to inequality during the crazed year that was 2020. Sockeye crafted five of the films to support a larger effort that became among the brand’s most shared social content to date. We leveraged audio interviews, mixed with sport footage, including this intimate portrait of Derrick Rose, telling his story like never before. The campaign provided an empathetic signpost between adidas and all people, showing how sport can connect us, as long as we keep moving forward and believing in each other.